The digitalization of marketing is for destinations -as for most brands- a major challenge, not for the new technologies integration, but for the increased complexity and exposure of its blueprint, the touching points between the brand value and its customers.
Business digitalization changes the rules not only for the management or marketing practices, but also for leadership. New generation leaders need digital skills to succeed from now on.
As in most industries, digital technology is also transforming the tourism business. However, the unique nature of this industry makes the digital transformation to be unique as well